Essay: NOW IS THE FOR ALL GOOD MEN . . .

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The price squeeze affects every office on the ballot. Depending on the source of the estimate, Bobby's U.S. Senate seat cost the Kennedys anywhere from $1,200,000 to $20 million. In 1966, the governorships won by California's Ronald Reagan and New York's Nelson Rockefeller each cost more than $5,000,000—the same as Adlai Stevenson's 1952 presidential race. Avid to govern Pennsylvania, Electronics Tycoon Milton Shapp spent almost $4,000,000 of his own money winning the Democratic primary—and losing the election. Today, a hot race for the U.S. House of Representatives costs $100,000, matching Lincoln's 1860 presidential campaign. In 1964, a New York congressional winner personally spent $193,000; in 1966, a North Carolina loser blew $250,000 on advertising alone. Getting elected mayor now takes from $40,000 in Springfield, Mass. (pop. 165,000), to the more than $2,000,000 laid out for New York City's John Lindsay in 1965. Other recent campaign costs include $300,000 for the president of Chicago's Cook County board of commissioners, $80,000 for a California state senator, $50,000 for a Wayne County, Mich., judge and $14,000 for a Virginia sheriff.

What compounds the U.S. candidate's need for cash is the relentless advance of technology. Ever since the Kennedy-Nixon debates of 1960, television has snarled politics in excruciating expenses. In 1964, TV-radio costs hit $35 million, up 133% over 1960. Countless more thousands flowed into newspaper ads promoting political shows. In California, TV now devours half the minimum $1,000,000 for any statewide campaign. The experts insist on the costliest TV: quickie "spots," or electronic billboards, that snag viewers before they can flip to Ed Sullivan. For ten seconds, which fadeouts cut to eight, prices range to $800; 20 seconds may cost $2,500.

Spots account for two-thirds of political TV; the experts would rather spend $400,000 for a half-hour of 20-second local spots than $10,000 for a half-hour speech. As they see it, only convinced voters listen to a full-dress speech; even debates are suspect. More than 60% of TV is often wasted on viewers who cannot vote for the candidate. To reach New Jersey requires buying time in New York or Philadelphia. Using Boston stations to reach southern New Hampshire, primary contenders will lose 20¢ per TV dollar. If a Manhattan Congressman uses TV, his words are wasted on as many as 40 other congressional districts.

And Also Bumper Stickers While it is the hungriest, TV is not the only voracious consumer of campaign dollars. The existence of fund-gulping chartered jet airplanes leads to far-flung personal appearances. More cash pours into psephological studies and computers to plumb voter psyches. Mailing costs are going up; it costs $700,000 for a single statewide California letter, plus $70,000 with the new 6¢ stamp. And one letter will not do: every candidate feels compelled to counter every rival mailer with his own two or three.